Working in a multidisciplinary team of architects, interior designers, and fashion merchandisers, we developed concepts for the future of the retail experience that were commissioned for the "Opening Soon" exhibit, produced by the United Colors of Benetton.
Incorporating ultimate consumer consciousness, which is essential to the Benetton brand, we gave the customer the power to influence their surroundings both within the actual retail space, as well as within the virtual retail environment. Through interactive mirror displays, store themes can be chosen or created, photos can be uploaded, and merchandise can be experienced virtually. Handing this kind of power to the consumer poses a risk to traditional corporate structures- a type of risk that the Benetton lifestyle embraces.
benetton | "opening soon"
innovation retail experience: hyper-reality